Beer drinkers called on to eliminate spread of ‘Ginger Gene’ in Rusty Yak Gingery Ale launch

Carlton & United Breweries (CUB) is using fear of the ‘Ginger Gene’ to launch its new Rusty Yak Ginger Ale – which will initially be found hidden amongst regular Yak six packs.

The campaign for Rusty Yak says the ‘Ginger Gene’ – which has “been floating around in human DNA surprising families for generations” – has been discovered in beer and consumers need to stop it from spreading further.

Created by Clemenger BBDO Melbourne, the 30-second online spot tells beer drinkers they will be rewarded with $500 for finding the rare Gingery Ale amongst other Yak ranges.

The campaign will run across social, radio and out-of-home.

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Brian Phan, brand director at CUB, said in a statement: “We’re excited to introduce Australia to the newest member of the Yak herd – the Gingery Ale, Rusty Yak. Ginger is the third largest and consistently growing style in the craft beer category, and we are proud of our new red-headed creation.”

Stephen de Wolf, ECD at Clemenger BBDO Melbourne, added: “It’s not every day we get to announce a new addition to the Yak family… especially a ginger one. We wanted sampling to be at the heart of the idea, bringing it to life in a light-hearted way that only Rusty Yak can.”

Abigail Dawson is a reporter at Mumbrella mainly covering the creative and PR space. Abigail graduated from RMIT University where she completed a Bachelor of Communications (Journalism) majoring in politics, economies and businesses. She has interned at Mamamia and completed work experience at 3AW and Channel 10.

Could you ask “We need your help to get rid of the black gene”, or “… Jewish gene”? If the answer is No (which it would be) then consider the feelings of red-heads, or the parents of red-heads. This would be offensive to them, and really does perpetuate nasty stereotyping. A red-headed friend of mine pointed out it is offensive to called anyone an ape, but generally considered okay to refer to “rangas”. (And the ad isn’t clever or funny).

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